Jill Cress on CMO role
From H&R Block’s Jill Cress on AI, Digital Tax Prep & Rebuilding Brand Relevance · · Matt Britton
“I feel really clear on that. Our role is to drive growth through bringing in more new customers and retaining our clients. And so it all comes back to it all comes back to Yeah. I mean, all of this only matters as long as we're delivering results. And we continue to strive to do better than we did before.”
On , Jill Cress, Chief Marketing & Experience Officer at BLOCK H & R INC, spoke about CMO role during H&R Block’s Jill Cress on AI, Digital Tax Prep & Rebuilding Brand Relevance on Matt Britton.
About Jill Cress
Jill Cress, Chief Marketing and Experience Officer at H&R Block, discussed the company's approach to the 2025 tax season in a January 2025 podcast appearance. She described the period from January 1 to April 15 as a "sprint" to reintroduce the brand and capture demand, noting that 150 million Americans are required to file taxes by a specific date. Cress stated that the company's role is to "drive growth through bringing in more new customers and retaining our clients," and that marketing activities are evaluated based on whether they deliver business results. Cress highlighted Gen Z as an important audience, citing their financial optimism and status as one of the only large groups of new entrants into the tax category each year. She mentioned that H&R Block invests in social media platforms like TikTok and uses creators and influencers to produce platform-specific content. Cress also noted that changes to 1099-K reporting thresholds, which will decrease to $5,000, will affect people with side hustles or income from platforms like Venmo and Facebook Marketplace, and that the company is considering how to address this through content and storytelling.